Last year's London Olympics and Queen's Diamond Jubilee has helped to push Great Britain's brand value one place up the rankings to 4th in the world, according to a report yesterday by a brand consultancy. The 2012 list of 'nation brands' has the UK moving ahead of Japan in 5th, with a brand value of $2.4bn or roughly £1.46bn, an 8% increase on last year, apparently a pretty strong performance for a developed EU country.
The US tops the list, with a value of $18bn, more than the combined value of the second to sixth placed countries put together - China ($6bn), Germany, the UK, Japan and France.
Rankings are calculated on factors including a country’s ability to attract foreign talent, perceived quality of life and projected GDP growth and a nation's brand is considered important in terms of being able to attract foreign investment for example.
However, all of the country's brand values are dwarfed in comparison to the $185bn value of the Apple brand, the world's most valuable brand, or these selected others from the top 10: Google at $114bn, IBM $113bn, McDonalds $90bn, Coca Cola $78bn, Microsoft $70bn, and even Marlboro at $69bn.